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.exe is a common filename extension denoting an executable file (the main execution point of a computer program) for Ms Windows. Windows executable file / a file that can be run using Windows

GXG, a consulting firm that empowers organizations to move from ideation to execution

ex·e·cute

tr. v. ex·e·cut·ed, ex·e·cut·ing, ex·e·cutes

1. To put into effect; carry out: a government that executes the ruling party's decisions.

2. To perform; do: execute a U-turn. See Synonyms at perform.

3. To create (a work of art, for example) in accordance with a prescribed design.

4. To make valid, as by signing: execute a deed.

5. To perform or carry out what is required by: execute the terms of a will.

6. To put to death, especially by carrying out a lawful sentence: Gary Gilmore executed by a firing squad in 1977.

7. Computers To run (a program or instruction).

Amethyst door 1033 (VII) on 20210607 (XVIII - 9)

Just Do It!

“Just do it” has been a popular saying since the Nike brand began its ad campaign in 1988.

“Just Do It”: It’s evocative. It’s empowering. It leaves no room for excuses.

But what Nike fans might not realize is that the phrase is also quite morbid.

In 1976, Gary Gilmore (christened under the name of Faye Robert Coffman) was the first person in America on Death Row in almost a decade, having murdered a gas station employee and a motel clerk with no apparent motive. His lawyers tried to appeal the sentence, but something unusual happened: Gary Gilmore insisted on execution. He even requested that his face remain uncovered during it.

The criminal’s desire for his own death made for an intriguing story that inspired works such as the Pulitzer Prize-winning novel The Executioner’s Song and its movie adaptation, and the Adverts’ punk song “Gary Gilmore’s Eyes.” But Gary Gilmore’s most prominent legacy is much less overt.

Before his execution, Gary Gilmore reportedly was asked for any last words. His reply: “Let’s do it.” It was a provocative statement from a disturbing figure, but the call to action of “do it” resonated with advertising executive Dan Weiden, founder of advertising agency Wieden+Kennedy, who credits the inspiration for his "Just Do It" Nike slogan to Gilmore's last words, as he was looking to help Nike compete in the sports fashion world in the late ’80s. He pitched the phrase “Just Do It” to the company. Executives weren’t convinced it would be the golden ticket, but they trusted his gut and used the slogan in their ads.